MBAX 6350 Online Marketing Project, Fall 2009 Client Brief

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					                         MBAX 6350 Online Marketing Project, Fall 2009
                                        Client Brief

                                    Professor Laura Kornish
                   Leeds School of Business, University of Colorado at Boulder

I am looking for client companies who would like to participate in an online marketing project for my
MBA elective (MBAX 6350, Marketing of High Tech) this fall. This brief outlines the aims of the
project, both from the student and client perspective, and explains the commitment required from the

My goal for the students is to give them some hands-on exposure to real projects in online marketing
strategy and implementation. My goal for the companies is to help them improve their online
marketing activities.

Students would work with the company to develop an online marketing plan and then implement part
of the plan. The plans may include, but are not limited to:
    o Search Engine Optimization (SEO): approaches to website design and copy to enhance search
        engine performance, including competitive analysis of keywords
    o Pay Per Click (PPC): advertising using the Google AdWords and AdSense programs
    o Analytics: systems to improve website effectiveness by learning about how visitors are using
        the site, making changes to the site, and measuring if the changes are improvements
    o Social media: campaign ideas involving facebook, twitter, youtube, etc.
    o Email campaigns

Client companies should already have a website, but may be either novices with online marketing or
may already have programs such as the ones listed above, looking to expand or evaluate their
programs. In all cases, client companies need to commit the following:
    o Time and attention to a student project team (probably 2-4 students) over a two month period,
        mid-October to mid-December.
    o Timely interaction and feedback to the students.
    o Commitment to implement some of the student suggestions, within the time frame. For
        example, companies should be willing to spend some money on student-proposed AdWords
        campaigns over two months, or provide access to make and track changes on the web site—
        either directly or via a company-hired programmer. Students will be evaluated, in part, by the
        extent to which their suggestions are implemented.

To participate in this program, you must come to our “project fair,” which will be scheduled for one
of following dates (to be decided): September 29, October 1, or October 6, 2009 from 11-12:20 in the
Koelbel building on CU’s Boulder campus.

Students groups will have access to a set of advisors, people who have professional experience with
various aspects of online marketing.

There is no up-front fee to participate in this program. Client companies may wish to make a donation
to the Marketing Division at the Leeds School at the end of the project.

Please contact me ( with questions, feedback, or to express interest in being a
                                      client or an advisor.
                         MBAX 6350 Online Marketing Project, Fall 2009
                                Frequently Asked Questions

1. How big a time commitment will this be for my company?

This will vary by client and student group. After attending the project fair, if your company is
matched with a student group, you should plan on an initial in-person meeting of 1-2 hours.
Organized and diligent student groups will likely have weekly contact with you during the semester,
much of it by email, occasionally in person. Those contacts won’t necessarily be time consuming
themselves, but sometimes they will require you to get back to them with information (e.g., feedback
on their list of proposed keywords; information about current AdWords campaigns).

On the one hand, the students are to be respectful of your time, and they should understand that more
reasonable requests will be fulfilled more quickly. On the other hand, you should engage the students
in a dialog about which of their ideas and suggestions are both potentially high impact and unlikely to
be hugely time consuming. The project is intended to be a partnership, with both sides actively aware
of the time issues.

2. What will the students deliver at the end of the project?

Students will hand in a report to you and to me at the end of the project. In that report, they will give
an overview of what they are trying to accomplish, they will explain their recommendations and the
reasoning behind them, and they will present any results they have to date. You may also discuss with
them the possibility of making a presentation to your organization. That will not be a required part of
the course project, but it may be of mutual interest.

3. What is the process and time frame for selection of participants?

This summer, I am getting the word out about this project to potentially interested companies. I will
ask companies that express interest to fill out a one-page questionnaire that helps me determine the fit
with the project.

By mid-August, I will make invitations for the late September/early October project fair. I will also
keep a list of alternates for the fair.

I expect to have 12-15 companies at the project fair. Approximately 10-12 of them will be matched
with student groups for the project. The matching will be done based on student interest, and, if
possible, input from the companies. Matches will be made within a week of the project fair.

The students will work on their projects October-December.

Please contact me ( with questions, feedback, or to express interest in being a
                                      client or an advisor.